Most of us enjoy getting greeting cards from time to time.
Birthdays, anniversaries, holidays, the birth of a baby, and other occasions
mean even more to us when we are remembered by friends, relatives and
colleagues. A well written card can make a genuinely personal statement for any
occasion. That's why greeting cards continue to be a sincere and effective means
of communication. In fact, the demand for greeting cards is such that it is now
a multi-billion dollar industry and still growing.

Since there will always be birthdays, holidays and other
occasions appropriate for card sending, the market remains stable and prosperous
for talented and creative writers. Besides the ever popular traditional greeting
card messages, greeting card companies are constantly looking for fresh and
innovative ideas and concepts. And although most companies employ staff writers
and artists, the opportunity for free-lance writers is very real and
substantial. Many greeting card companies actually encourage free-lance writers
to submit a regular stream of card ideas.

Writing greeting cards on a free-lance basis is a creative way
for writers to make excellent part-time money. In some cases, extremely talented
and prolific writers can write greeting cards full time and make a comfortable
living. Of course, the amount of success a free-lance writer can expect from
writing greeting cards depends on talent, initiative, knowledge of the industry,
and time devoted to creating new ideas and concepts.

Many free-lance writers are attracted to writing greeting
cards simply by the nature of the work. Everything is usually accomplished from
the writer's own home. All that's needed is a typewriter and a fairly consistent
supply of new ideas. There are no agents, or complex contracts to deal with, and
most business transactions are done by mail.

As a rule, writers who have success in the greeting card
industry are creative people who not only love to write, but also understand
what other people want in greeting cards. These writers have learned the secret
of "marketability and sendability" and as a result are able to
express, in a minimum number of words, a multitude of sentiments.

Getting started writing greeting cards on a free-lance basis
is not at all difficult. You don't have to possess a college degree, or live in
New York. What you will need is the ability to create messages that people want
to send and receive. You'll also need to be familiar with what is already on the
market; what people are buying and sending. Then you'll need to know which
companies are most likely to accept your particular type of submissions.

This report will offer information and suggestions about the
greeting card industry and how to create and submit material that could earn you
$150 or more per idea. It is not intended as a guarantee against rejection. Even
the most successful writers are familiar with editor's rejections. But, if you
are creative, enjoy writing, and are willing to follow specific company
guidelines, you could soon be making good money doing something that is both fun
and challenging.

WHAT GREETING CARD COMPANIES ARE LOOKING FOR

While the greeting card industry is not stagnant, and new
ideas and trends are frequently being developed, the three basic card categories
remain the same -- traditional, studio (or contemporary) and alternative. And
when publishing a line of greeting cards, in any category, a company must cater
to the people who are most likely to buy and send cards. In most cases, that
means women between the ages of 18 and 50. So the majority of companies are
looking for cards that target issues these women care about; relationships,
success, religion, money, health, and so on.

Even though traditional and contemporary cards continue to be
a staple of the greeting card industry, there may be an even better opportunity
for the free-lance writer in tune with relevant issues. Issue oriented, or
alternative cards, are becoming increasingly popular even with smaller companies
that are expanding their lines in order to reach this growing market.

Alternative cards offer a response to non-traditional card-
sending situations and can be just as viable a means of communication as
traditional cards. Some of today's best selling cards are non-traditional cards
commemorating new jobs, promotions, and salary raises. Other top selling
alternative cards deal with relationships, even the break-up of marriages. Still
another significant line of alternative cards is aimed at people who have
experienced, or are experiencing, drug and alcohol addictions. At least one
greeting card company has already created a complete line of such cards, in
cooperation with a drug and alcohol abuse foundation.

Whether the sending situation is traditional or non-
traditional, it's safe to say most companies prefer a personal, conversational
style message rather than a verse of rhyme. However, rhymed verse is often used
for inspirational cards, which also have a fairly large market. Most companies
specify their individual preferences in their writer's guidelines. That's why it
is essential to know what a specific company is looking for before you make a
submission.

Another ingredient many companies are looking for is humor.
Cards that convey a message with humor are very popular, especially with the
baby boom generation, which makes up a large portion of the card-sending market.
The preference, even with humor, is for short messages that are immediately
understood and funny. The ideal is to have an attention-getting, one-sentence
lead in on the outside (or front) of the card, with an equally brief, but
effective, punch line inside. The intention is to get the potential buyer/sender
hooked by the lead-in message so she/he can't resist opening the card to get to
the punch line.

Companies that are looking for humorous card ideas are usually
emphatic and clear about the kinds of humor they will accept. As a rule
"corny" or sentimental humor is not preferred. Most companies request
humor that is "off-the-wall," "laugh-out- loud,"
"irreverent," "outrageous," and in many cases,
"risqué." In other words, try to make your humorous ideas as "cliche'-
free," unpredictable, and funny as you can.

In general, most greeting card companies are looking for cards
that are appropriate for traditional sending occasions, as well as cards for
newer "issue" oriented situations. Here are several of the most sought
after types of card ideas:

(1) Birthdays. Since there's never a shortage of birthdays,
the market for original birthday cards, both humorous and serious, remains a
steady market for writers. Birthday cards can make us laugh about getting older,
or they can be sensitive, serving as a reminder of the positive side of life,
past and future.

(2) Friendship. Good friends are hard to find, and keep.
That's why friendship cards continue to be a profitable part of the greeting
card industry. Most friendship cards deal with the general value of friendship,
or the significance of a specific friendship. Again, both humorous and serious
card ideas are acceptable to most greeting card companies. The main thing is
that the ideas must be original and genuinely and clearly express some positive
aspect of friendship.

(3) Get Well. Like birthday cards, the need for get well cards
remains constant. Most people with not-so-serious illnesses appreciate humorous
get well cards. But, prospective writers should be cautioned to stay away from
over-used and worn out hospital humor concerning hospital gowns, hospital food
and so on. Greeting card companies are looking for fresh ideas, not a re-working
of old ones.

There is also a need for non-humorous get well cards that
express appropriate, and sensitive sentiments toward someone experiencing a
serious illness. What greeting card companies are looking for here is a
sensitive approach to a serious, and even grave situation. Sometimes the
sentiment "get well soon" is not appropriate, even for get well cards.

(4) Sympathy. Unfortunately, sympathy cards are always needed.
To fill that need, a writer must be able to address the loss of a loved one with
good taste and sensitivity.

(5) Love And Romance. Writers of love and romance card ideas
will do well to address all kinds of love and different aspects of romance;
first love, long-term romantic relationships, marriage, sharing, trust,
commitment, renewing an old romance, and so on. The market is good for both
humorous and serious cards addressing the themes of love and romance.

(6) Support And Encouragement. This type of card has increased
in popularity over the past decade and offers creative writers a good deal of
opportunity. These cards can be given to friends, relatives, colleagues, lovers
-- anyone who might need to know that they are not alone. The most common
message with this type of card is "I'm here for you." These cards
offer both encouragement and support, and can be treated in either a serious or
humorous manner.

(7) Inspirational Cards. Most companies looking for
inspirational cards request messages that address spiritual or human potential.
These cards normally deal with some aspect of personal growth, are non-humorous,
utilize sensitive language, and require an understanding of the spiritual and
human condition.

(8) Alternative Cards. These cards are designed for non-
traditional sending occasions. The most common card ideas in this line are those
offering congratulations for a new job, job promotion, or raise in salary. More
serious issues, such as divorce, terminal illness, and substance abuse, are also
top- selling themes in the alternative card line.

The main thing a writer should remember is that greeting card
companies are all looking for fresh ideas and messages, not time-worn clichés
and sappy sentiment. Greeting card messages should be immediate and clear.
Writers should avoid wordy or complex messages, and be direct and original. In
short, most greeting card companies are looking for ideas they haven't seen or
heard before.

HOW TO SUBMIT IDEAS

Most greeting card companies have their own specific
guidelines for submitting editorial, verse, and artwork. You can find out what
each greeting card company requires by writing a brief letter, asking for a copy
of their writer's guidelines. You should always include a Long Self-Addressed,
Stamped Envelope (LSASE) with your request. And if the guidelines are available,
you should receive them in two or three weeks. Your request letter need not be
more than a simple, polite request. For example:

Jane Doe Locust Lane Jackson, OH 45640

American Greetings 10500 American Rd. Cleveland, OH 44144

(Your letter does not need to be addressed to a specific
person.)

Please send me a copy of your writer's guidelines. I have
enclosed an SASE for your convenience. Thank you.

Sincerely,

Jane Doe

In order to send your request letters, you will, of course,
need a list of greeting card company addresses. You can get this information
from several different sources. One good source is the Writer's Market from
Writer's Digest Books in Cincinnati, Ohio. Another source is The Writer's
Handbook published by The Writer, Inc., Boston, MA.

Both of these publications contain sections on greeting cards,
featuring alphabetical listings of many companies with assorted information,
including addresses and the availability (or not) of writer's guidelines. Some
libraries have these books in their reference sections, but if not, be prepared
to spend $20 to $25.

While both the Writer's Market and The Writer's Handbook are
valuable tools for free-lance writers, there are a couple of more economical
ways to get the information you need. One way is by writing to: Artist and
Writer's Market, The Greeting Card Association, 1356 New York Ave. NW, Suite
615, Washington, DC 20005. Be sure to include an SASE with your request. You can
also visit card racks in various stores and select the lines that appeal to your
particular creativity. Jot down the companies that interest you and send them a
request letter.

Trade magazines such as Greetings, published by Mackay
Publishing Corporation of New York, also offer specific greeting card company
information, as well as information about the latest trends, trade shows, and
seminars.

While submission guidelines may vary from company to company
there are some generalizations that can be made.

(1) Each message or verse should be typed on a separate piece
of paper (8 1/2" x 11"), or 4" x 6" or 3" x 5"
slips of paper or index cards. Most companies require submissions on 3" x
5" index cards, but in some cases studio-card submissions may be required
on 9" x 9 1/2" folded paper.

(2) In most cases you will be required to use only one side of
the submission card or paper. Your name, address, and phone number should be
placed in the upper left-hand corner of each submission, and the message or
verse in the center.

(3) Most companies will allow from 5 to 15 separate card ideas
with each submission. If you are not sure how many ideas or verses a specific
publisher will accept in one group, send no more than 10.

(4) Each submission should be accompanied by a brief cover
letter. The letter should be addressed to the editor or editorial staff, and
briefly indicate what you are submitting. The cover letter should be no longer
than a short paragraph. Also include an SASE for return of any submissions not
accepted.

(5) If you make a lot of submissions, you'll need to keep
organized. The best way to do this is to create your own coding system. Your
system doesn't have to be elaborate or complex -- just something you will
understand. One simple coding system is to place your initials, the company
initials, and a number in the upper right-hand corner of each submission card.

Most greeting card company writer's and artist guidelines will
follow the general format outlined above. However, you should never take
submission guidelines for granted. Before you submit, get the company guidelines
and follow them to the letter.

ARTWORK

It's not necessary for free-lance writers to furnish artwork
as well as the editorial for card ideas. As a rule, greeting card companies have
artists on staff, or they commission artists to illustrate accepted new card
ideas. That doesn't mean writers cannot submit their own artwork too. Many
companies are pleased to hear from creative individuals who can provide both the
editorial and the artwork. Again, you should refer to each company's writer's
and artist's guidelines to familiarize yourself with individual company
policies.

If you are an artist, illustrator, designer, or photographer,
and wish to submit some concept to a greeting card company, you should
understand that most companies do not accept original artwork of any sort.
Instead, you'll be required to submit slides, photocopies, photos, promotional
pieces, or some other reproduction of your work. Generally, greeting card
companies like to see an artist's style before they ask for an original work or
contract for an assignment. So don't send any original artwork unless a company
specifically requests that you do.

Whatever representations of your artwork you send, you'll most
likely be required to reduce your submissions to standard sizes -- 5" x
7" or 4 3/4" x 6 1/4" for cards, and 4 1/8" x 5 1/2"
for postcards. Photographs are often required to be submitted in the form of
transparencies. And color, or hand- colored work is usually preferred over black
and white.

Every piece of artwork you submit should include your name,
address, and telephone number. And while it is not necessary, you can place the
copyright symbol next to your name. You should also include an SASE if you want
your material returned. Make sure the envelope is large enough to hold your
submission, and be sure it's stamped with the proper amount of postage.

Usually, the relationship between copy and artwork is
significant. It's a good idea for writers to think of, or plan, the card as an
entire concept. Even if you are not artistically inclined, most card company
editors appreciate intelligent suggestions from writers about an overall
concept.

NOVELTY IDEAS

Writing messages and verse for greeting cards is not the only
way a free-lance writer can use such a talent to make money.

There's also a good market for writing messages for posters,
t- shirts, buttons, telephone answering machines, wedding invitations, and other
items. In fact, many greeting card companies also feature a line of novelty
items. Some of these companies pay the same flat fee for a novelty message as
they do for a greeting card idea.

The greeting card companies also involved with novelty items
are usually in need of editorial and/or concepts for buttons, mugs, key rings,
plaques, bookmarks, refrigerator magnets, and other such items. In most cases
novelty humor as well as serious themes are accepted.

Mugs, which are popular gift items, work best with strong
personal me-to-you messages. Some popular themes companies look for include
birthday, get well, and personal relationships. The messages are similar to
greeting card messages, but must be expressed in one line since the message is
only on the outside of the mug, rather than the typical two-line greeting card.

In general, slogans, sayings, or any copy for non-card
products should follow several guidelines. First of all, a novelty product must
accurately reflect the lifestyles, attitudes, and personalities of the people
who use or wear the product. That also means that the written message must be
some catchy and relevant statement about a multitude of life experiences. The
messages on novelty products are usually philosophical statements about
relationships, dieting, school, sex, work, men, women, hobbies, etc.

When creating slogans and statements for novelty products,
it's important to keep in mind that the end result should be a means of
self-expression. People use or wear such products as a fun way to make personal
statements. In many cases novelty products are humorous items that allow us to
make fun of life's ups and downs as well as ourselves.

SUCCESS ANALYSIS

Eight contributing factors are measured on a 1 to 10 basis
(with 10 being excellent) based on analysis of this opportunity.

Since greeting cards is a multi-billion dollar industry, there
is good potential for substantial earnings. Most companies pay from $25 to $150
for each free-lance idea or verse they buy. Some pay as much as $500 for a
single idea or verse. If your work is especially original and creative, a
submission of ten card ideas to one company could bring you anywhere from $25 to
$1,500 (or more) depending on how many of the ideas the company buys, and how
much they pay per idea.

In most cases a company's writer's guidelines will tell you
how much they pay per idea. That information is also available for most of the
companies listed in the Writer's Market and The Writer's Handbook. If you feel
your ideas are worth more than $25 apiece, submit them to a company that pays
more. The choice of companies you wish to deal with is entirely up to you. Just
make sure your submissions fit the specific guidelines and needs of the company
you are sending them to.

Usually, if an editor buys 2 or 3 ideas out of a batch of 10
to 15 submissions the writer is doing very well. But it isn't unheard of for an
editor to buy most, or all, of a writer's ideas from one submission. Admittedly,
for that to happen all the writer's ideas and/or verses must be highly original,
creative, and exceptional. And they must be exactly what the company is looking
for.

While most companies pay per card or idea, a few pay small
royalties. Other companies may prefer to test a card before buying it. In that
event, the company will pay a small fee to test the idea before they make a
final decision. Many companies also give a writer's credit on the back of the
card. Some companies will even include free samples if they accept your idea(s).

How much a company pays per card is certainly a consideration
when deciding where to send your ideas, but it's not the only consideration. You
must also be reasonably certain your ideas fit the particular needs of the
company. You should also consider whether the company pays on
"acceptance" or on "publication."

Being "paid on acceptance" simply means that shortly
after a company accepts your idea(s) for publication you'll be getting a check.
On the other hand, being "paid on publication" means you'll most
likely have to wait a good deal longer before you get any money. The time that
elapses between acceptance of an idea and its actual publication can be several
months. That's why most experienced free-lance writers prefer to work with
companies that pay on acceptance.

The important thing to remember regarding potential earnings
from writing greeting cards is that there are no guarantees. Anyone who has ever
written anything for publication, from greeting cards to novels, has suffered
rejection. Not every editor will find your ideas and verses as witty, original,
or creative as you do. But if you are truly creative, prolific, and persistent,
you will eventually be successful. To a large degree, your potential earnings
from writing greeting cards is only as limited as your imagination and
creativity.

SOME TIPS

(1) As a general rule, the most successful greeting cards are
those that are short and to the point. Concentrate on creating card ideas that
work with a one-sentence front and a one-sentence follow-up on the inside. Since
most stores that carry greeting cards have from 500 to 1,000 cards on display, a
quick glance is all each card gets. So a short, catchy, readily understood
front-of-the-card sentence has a decided advantage over a more lengthy and
ponderous message.

(2) Since birthday cards are usually a company's biggest
seller, it's a good idea for beginners to concentrate on birthday ideas and
concepts. It's not only a good way to learn what companies are looking for, it
may also be the best opportunity for initial success.

(3) When writing card ideas, consider sending occasions such
as birthdays, Christmas, job promotions, etc., and imagine someone (a friend,
colleague, or relative) to whom you would give the card. In effect, you should
look at your card ideas and ask yourself if you would actually buy them and send
them to people.

(4) If you think you've heard it before, then forget it.
Originality is one of the main keys to success in writing greeting cards. One
way to insure that your ideas will be fresh and innovative is to keep in touch
with what's going on in the world around you. Read newspapers, popular
magazines, go to the movies -- anything that will keep you abreast of the latest
issues, fads, and fashions. You'll be amazed at the amount of inspiration you'll
get simply by "paying attention."

(5) Even if you are not an artist or illustrator, it's always
a good idea to have a complete concept in mind when you create a specific
message. It's also a good idea to suggest the entire concept to an editor when
you make your submission. Don't worry about artwork. If the overall concept
appeals to the editor, a company staff member will take care of the card design.

(6) Send your rejections to other companies. Take a careful
look at all your rejected ideas. Eliminate the weakest ones, and send the rest
to another company. Rejection of an idea may simply mean that a specific company
doesn't need it. That does not mean another company can't use it.

(7) Don't get impatient. If you haven't heard from an editor 3
or 4 weeks after you've submitted material, don't write, and don't call. You
should allow at least eight weeks for a response. Some companies may not get
back to you for 12 weeks or more. Many companies state their typical response
time in their guidelines.

(8) When most card companies buy an idea they "buy all
rights." Many of these companies will also require the writer to guarantee
that the material they are buying is original and has not been sold to any other
company. If a company requires you to sign a release form and/or a contract to
sell all rights, make sure you understand the terms of the agreement before
signing.

(9) Keep records. Use a 3"x 5" card file to hold
duplicates of your submissions. You can arrange your ideas any way you like --
subject, season, prose, verse, one-liners, etc. Keep on file what you send,
where you send it, and the date it was sent. Of course, you should also record
whether an idea was purchased or rejected.

SUMMARY

How much money can you make writing greeting cards? The answer
to that question is really up to you. Certainly a creative, motivated writer can
make excellent money on a part- time basis. But it is also possible to make a
comfortable living freelancing for greeting card companies full time. Obviously,
the more time you devote to creating new greeting card ideas and concepts, the
more money you are apt to make. Just don't expect great monetary rewards over
night. It takes time.

Before you make any money writing greeting cards, you'll have
to take the first step. Become familiar with the greeting card industry. Browse
through card racks and see what the market is offering. Get a list of greeting
card companies and send for their writer's guidelines and market list. And
before you submit your ideas make sure they fall within the company's
requirements.

While there are no guarantees, there is a great opportunity
for free-lance writers to make big money writing greeting cards. An initial
small investment in index cards, postage, and envelopes, can easily be recovered
with one purchased idea. If you are creative, love to write, have initiative,
and are willing to make the effort, you can see your words and ideas become
greeting cards and make money as well.